Various Brands Marching Into The Big Plus Clothing Market

According to the world clothing and shoe net, more than half of the women in the United States wear large numbers.

67% of women wear large or larger sizes.

The US Centers for Disease Control and Prevention says that the average clothing size of us women is equivalent to 14 yards, while others need to wear bigger sizes.

The clothing business ModCloth and Paradigm Sample have launched an investigation among 1500 women in the United States, aged between 18 and 44.

According to the survey, more than 50% of women wear 16 yards of clothing and even larger sizes. The number of women wearing 16 yards of clothing is more than that of women wearing 0 yards, 2 yards and 4 yards.

Take the Amazon size table as a reference.

American Dress 14 yards: Bust 40 inches (101.6cm), waist circumference 32 inches (81.28cm), hips 42.5 inches (107.95cm)

American dress 16 yards: Bust 41.5 inches (105.41cm), waist circumference 33.5 inches (85.09cm), hips 44 inches (111.76cm)

American dress 0 yards (minimum code): Bust 32 inches (81.28cm), waist circumference 24 inches (60.96cm), hips 34.5 inches (87.63cm)

The retail industry has ignored the "big size" demand of women: 65% women agree.

There are also "big yards" women: only 28% of the women agree.

The "big code" model can represent this female group: only 31% women agree.

Among those women, 92% agreed with the saying: "I feel very sad when I can't find the right size clothes."

In addition, 81% women said that if they had more choices, they would spend more money.

88% women say that if those clothes are more fashionable, they will buy and buy them.

Clothing brands want to enter the big size clothing market and provide clothing for the neglected consumer groups.

The scale of the market naturally supports this desire: the growth of the XXX garment market is 17% per year, while that of normal clothing is only 7%.

Various brands marching into the big plus clothing market

Sporting goods retailer

It has entered the market.

From T-shirt to sports underwear, and then to tights, Nike's products have a larger code.

In a statement, Nike pointed out: "athletes hope that their clothing size is appropriate and effective.

They want to dress comfortably.

This is why Nike now provides women with more color and size to dress more.

Nike's big costume series has been increased from one "X" to three "X" to ensure customers find the right size.

Personalized style customization website Stitch Fix sends clothes to consumers, and consumers decide whether to leave them.

In February, the website also added a special area for XXX.

At present, the website provides more than 90 brands of costumes with sizes ranging from 14 to 24 yards and XL to XXXL.

Stitch Fix said that 75000 female customers had large size clothing in their shopping cart.

However, catering to all kinds of bodies is not new in marketing.

Since 2004, Dove has promoted the concept of "accepting your own body" through Real Beauty.

Over the years, Dove has made use of "beauty is..."

(BeautyIs), "my beauty MyBeautyMySay" and other labels, encourage women, especially young women, whether they are fat or thin, to accept and cherish their health.

Interestingly, Amazon is hiring a senior brand manager for large costumes.

Amazon said in its recruitment: "Amazon needs a passionate industry veteran to create excellent clothing portfolio, and hopes to make a contribution to the production and sales strategy of soft products.

Candidates should be able to build strong product portfolios by using experience and existing fashion industry contacts.

Other brands perform worse.

In February, Zara's recent Love Your Curves campaign was criticized.

In the ad, two skinny girls in blue jeans were pointed out without showing any curves.

In addition, Zara's clothing is only 18, and the model used is the same as before, so the brand lost the market of big size clothing.

In 2016, ASOS was condemned by Ins fans for "big code models".

In their Ins release, they call a model a "big code model". Many people reply that the model is not the so-called "big code". Then ASOS deleted this statement and revised it as: "model, filmmaker NaomiShimada is wearing ASOS's sling apron.

#AsSeenOnMe. "

At the same time, ASOS responded to netizens' comments: "yes, the previous statement is very bad.

We have made amendments. "

In this era of embracing pluralism, the thin aesthetic brand like AA and A&F seems to be out of date.

More interesting reports, please pay attention to the world clothing shoes and hats net.